What is conversion rate optimisation?
Improving the share of visitors who enquire or buy, by testing what the page says, shows and asks. The cheapest growth a site can find, because the visitors are already there.
Conversion rate optimisation, usually shortened to CRO, is the work of getting more of the people who already visit your website to take the step you want: call, enquire, book or buy.
It is often the cheapest growth available, because it does not need more visitors. If a hundred people a day visit a page and two enquire, getting that to three is the same result as fifty per cent more traffic, without paying for any of it.
It starts with finding where people drop away. A form with too many fields, a price hidden behind a phone call, a page that is slow on a phone, a button nobody can find, a headline that does not match what brought them there. Then it means changing one thing at a time and measuring the effect, rather than redesigning everything on instinct and hoping. It depends on your conversion rate being measured properly in the first place.
Websites designed to convert, built to be fast, kept improving.
Purpose-driven design, WordPress and Shopify builds, Core Web Vitals in the green, and conversion work every month after launch.